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This article addresses the implications of the mediatization of communicative memory and explores the underlying causes of the crisis of critical thinking in the digital age. It focuses on the transformations within the public sphere influenced by new media. A review of discussions surrounding “new sincerity” and “new sensitivity”, as well as the roles of nostalgia in new media, is presented. The interconnections among these phenomena and their common foundations are demonstrated. The study argues that representations of the past in new media increasingly rely not on biographical or historical experiences but on replicable and “privatized” second-order simulacra created by users. Special attention is given to the issue of nostalgia, which emerges as a symptom of the subjugation of cultural and communicative memory to the logic of mediatization, characterized by extreme fragmentation of images, their emotional-affective sharpness, and the replacement of complex structures of historical reality with situational impressions. The article posits that theoretical critiques of mediatization and its effects on the public sphere are insufficient without identifying practical alternatives — namely, the most reflexive projects in both old and new media: auteur cinema, social media blogs by public historians, historical documentary dramas produced by the BBC, independent video games, and more.

This article addresses the transformation of cultural and communicative memory in the digital space of “new media.” A comparative analysis of three classification options for commemoration practices in “new media” is presented, including R. Smith, L. Zamboni, M. Gibson, and K. Carden. The article examines the transformation of mechanisms of social ties offline and online and argues that commemoration practices in “new media” are increasingly based on simulacra and representations in the media that are recognized by users, rather than personal or historical experience. The article also focuses on the problem of nostalgia and argues that its popularity in social networks and video games is related to a longing for stable symbolic and social ties rather than a specific historical period or its aesthetics. Commemoration practices in social networks and video games involve not only digitization but also active modification of old media, built on a dual logic of recognizability of past images and hypermediation that gives players or users a certain degree of freedom to choose affordances.

The article is devoted to the representations of the Great Patriotic War in Soviet and postSoviet cinematography. The study presents the comparative analysis of the heroic narrative dating back to wartime propaganda and most clearly manifested in post-war film epics, as well as the tragic narrative, which is inextricably linked with the ‘lieutenant’ prose of the Thaw-era. The changes in the images of the Soviet cinema in the Russian war films of the 2000s are considered. It is proved that these changes, found in modern series and remakes, are critically evaluated by both academic circles and youth audience. On the basis of discussions held in ten focus groups the main critical attitudes are analyzed. Particular attention is paid to the problem of remediation which consists in the predominance of visual images only outwardly copying popular Soviet films, without independent reflection on the specificity and the meaning of military experience. It is noted that the concept of remediation makes it possible to shift the focus from dissatisfaction with individual parts of films about the Great Patriotic War to the general problem of changing the media regime in modern society and to start analyzing the mechanisms of its functioning.

Introduction: the study of masculinity types in consumer culture is determined by the changes in perception of corporeality, attributes of masculine identity and creation of new universal male fashion images. Typologies of masculinity in gender studies deal with the ranking of men’s images and the emergence of individual strategies for the analysis of male behavior.Materials and methods: the types of masculinity are analyzed from the point of view of the system approach and philosophical-cultural analysis; the importance of marketing and visual cultural practices in emergence of new types of masculinity and their proliferation are studied; new trends in fashion industry of the second half of the 20th century, personal care, hobbies, and professional activities and their influence on gender norms are analyzed as causes of the social range of masculinity and its typologies.Results of the study: the studies of twentieth-century fashion and consumption oriented masculinity types indicate an important cultural change in the perception of male and female topoi and in marketing strategies to promote products and services. Visually colored and transforming man’s image expands the boundaries of masculinity and becomes the basis for individualization of the male cultural image.Discussion and conclusions: contemporary culture generates new types of masculinity, which is revealed in consumer fashion for individual (“male”) products, visual practices, interactions and subcultures that visualize new types of masculinity. Such changes in the perception of masculinity require further study and comprehension.

This article explores the gender approach in the study of the social identity of the nobles. Social identity of noblewoman is more analyzed, basically in the category «women's studies».